Head of Marketing
Job summary
The Head of Marketing will be responsible for developing and executing comprehensive marketing strategies to increase brand awareness, drive loan uptake, expand market share, and strengthen customer engagement. This role requires a strategic thinker with strong leadership skills, deep knowledge of financial services marketing, and a results-driven mindset. The ideal candidate must be capable of leading both digital and field marketing initiatives in a competitive microfinance environment.
Job descriptions & requirements
Key Responsibilities
Marketing Strategy & Leadership
- Develop and implement a comprehensive marketing strategy aligned with company growth objectives
- Lead and manage the marketing team to ensure high performance and accountability
- Establish clear KPIs and performance metrics for marketing initiatives
- Collaborate with executive leadership to align marketing efforts with overall business goals
Brand Development & Positioning
- Strengthen SRF Micro Credit’s brand identity and market positioning
- Ensure consistent messaging across all marketing channels
- Build brand trust and credibility within target markets
Customer Acquisition & Portfolio Growth
- Design campaigns to drive customer acquisition and loan product uptake
- Develop targeted strategies for different customer segments (informal and formal sectors)
- Identify new market opportunities and expansion strategies
- Work closely with sales and operations teams to optimize conversion rates
Digital & Traditional Marketing
- Oversee digital marketing strategies including social media, online advertising, and content marketing
- Monitor and optimize digital campaign performance
- Manage offline marketing activities such as field activations, community outreach, and promotional events
- Supervise marketing materials development (flyers, banners, radio ads, etc.)
Market Research & Analysis
- Conduct market research to understand customer behavior and competitor activities
- Analyze campaign performance and provide data-driven recommendations
- Monitor industry trends and emerging opportunities
Budget & Performance Management
- Develop and manage the marketing budget efficiently
- Ensure maximum return on marketing investment (ROI)
- Prepare monthly and quarterly marketing performance reports for management
Qualifications & Requirements
- Bachelor’s degree in Marketing, Business Administration, Finance, or related field
- Master’s degree or professional certification is an advantage
- Minimum of 5–7 years’ experience in marketing, preferably within microfinance, banking, or financial services
- Proven track record of developing successful marketing strategies
- Strong leadership and team management experience
- Excellent communication and negotiation skills
- Strong analytical and data interpretation skills
- Experience managing both digital and field marketing initiatives
What We Offer
- Competitive executive-level salary
- Performance-based incentives
- Opportunity to shape and lead the marketing direction of a growing financial institution
- Professional growth and leadership exposure
- Supportive and performance-driven work environment
Location: Accra, Lapaz
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